Bing, previously known as Microsoft Live Search, is a search engine with over 40% market share in the US.
Bing’s SEO guide is aimed at helping small business owners to better optimize their websites for traffic and leads.
If you’re already using Google’s SEO solutions (Analytics, Search Console, etc.) then Bing’s guide will give you an edge over your competitors by showing you what additional steps to take and tools to use in order to increase your website traffic.
The free SEO analysis tool is an extension for Chrome that automatically analyzes any page that it loads and tells you how well optimized the page is for Bing. (it’s called WebRank SEO)
Based on its results, you can then use this Bing’s SEO guide to optimize your website further.
In June 2021, online search engine Bing accounted for 5.56 percent of the global search market. Yahoo’s market share was 2.71 percent during that period.
Statista report: Global market share of search engines 2021
When you’re done reading this post, I recommend taking a look at the Bing Webmaster and familiarizing yourself with the tools Bing offers.
You’ll probably learn a thing or two that you can apply on your site right away!
This may be especially helpful if you’ve already figured out Google’s SEO and are looking for something new.
Bing held an 8.39% share of the search market in the United Kingdom (UK) as of June 2021 (Source: Statista)
By the way, did you know that Bing has a lot of features that you can use to make your life easier?
Here is the full guide:
1. Keyword Research & Competition Analysis
The first thing you want to do is take a look at the top 10 search results for your keyword.
You can use Bing’s Keyword Tool, but be aware that it’s only available in US English.
The free SEO analysis tool we discussed earlier also includes this functionality so you don’t have to worry about using Bing’s tool if you’re not in the US.
2. Title Tags are equally important for Bing SEO
Next up, you will want to optimize your title tags.
The biggest key to a successful title tag is an accurate description of the page’s content.
To improve this, use Bing’s Keyword Tool and check out how the top 10 results are using the keyword in their titles.
Once you have found some good results, try to think of a better way to use the keyword in your title tags.
If you’re having trouble coming up with better titles, try posting them as questions and see if any users mention them in their answers on Quora or Reddit.
3. Meta Description Tags are Important & Bing SEO is Different
Meta descriptions are important for all websites, but more so for Bing.
If you’re a webmaster at heart, then you understand how critical meta content optimization is because they help with search engine rankings.
However, if you’re an SEO newbie, then it may be less obvious to you.
Here’s a quick explanation: meta content optimization means describing your page in the most accurate and precise way that is still readable by Google bots.
If done correctly, this means more human visitors who are interested in your products or services will click through to your website.
It also means that you’re more likely to have a higher page ranking in search results because Bing takes meta optimization into account when deciding how to rank pages.
4. Using the Right Keywords is Key for Bing SEO
The biggest predictor of whether or not your business will see success with Bing is whether or not you are using the right keywords.
How to find out if your keywords are good or bad?
The easiest way is to use Bing’s Keyword Tool and compare the volume of search results, their difficulty score based on competition, and their click-through rates when compared with Google’s keyword tool.
5. Link Building for Bing & SEO Audits are Worth It
Like its rival, Bing is a lot about getting people to link back to your page.
In order to do so, you need to create links that are relevant and useful.
The easiest way of doing this is by using an SEO audit tool like Moz’s Open Site Explorer or Majestic’s Site Explorer. These tools will look at your links to see how they’re doing.
You’ll also want to do a manual search for relevant sites that you can connect with on social media or similar online sources.
6. Structure and Testing is Key for Bing
If your business doesn’t have a blog, start one now!
Bing loves blogs that offer quality content for readers.
It gives you a chance to share your experiences, reviews, and opinions on various topics related to your products and services.
At the same time, it gives you a platform where you can optimize each post for search engines by including relevant keywords in the title tag and meta description fields.
These are important because they allow Bing bots to crawl your site and index it for relevant keyword searches.
Other elements to consider: call-to-actions, internal hyperlinks, and even videos in blog posts are all good ways of grabbing the attention of potential customers.
7. Using Relevant Images is Crucial for Bing SEO
It’s no secret that people love images!
They’re especially useful for your SEO because Bing likes to index them.
When done correctly, they can improve the visibility of your page and boost its click-through rate.
Bing Webmaster – Search Performance
Here’s how you do it: first, optimize each image with relevant keywords by using captions or titles that match the content. Be sure to fill in all alt tags as well.
Second, use relevant keywords in the file names as well so they’re easier to find for Bing bots.
Finally, add a link to each image using natural anchor text and include links back to your internal blog posts whenever you can.
8. Linking Strategies are Different for Bing SEO
In addition to adding links within your content, you may also want to make use of strategic backlinks.
You need to be careful though because the Bing algorithm will penalize you if your link-building strategies are too aggressive.
Suggested Reading: 15 SEO mistakes you’re probably making without realizing
So, here’s how to get the right balance: start by using anchor text for internal links; do keyword research, and include relevant keywords in both your title tag and the actual link (URL).
When it comes to external links, you have two options: build only one or two backlinks per page. If done correctly, this increases your chances of getting higher rankings in Bing search results.
9. Bing’s Cleansing Process is Different
Bing takes a different approach when it comes to its indexing and cleansing process.
They do this by using what they call Next Gen Web Services to identify possible spammy content, duplicate pages, or pages that are not relevant to the search term you’re using.
10. Bing SEO is Like a Cup of Coffee
At first glance, Bing seems like an easier platform to rank for compared to Google; however, if you do a little digging, you’ll soon find that it’s not as easy as most people think.
It does take time and effort to get decent results on Bing – after all, Google is still the undisputed leader in search engine traffic when compared with other platforms like Yahoo and Bing.
Doing SEO for Bing will require a lot of patience and commitment – like drinking that perfect cup of coffee.
And once you get the hang of it, you’ll love the results!
Ali is a digital marketing blogger and an author. He is a passionate writer who uses the power of words to share his thoughts and messages with the world. When he is not writing, he loves to spend time with his family. He has written many articles on digital marketing over the years for leading publications, including Business2Community, Inc. Magazine, and Marketing Profs.
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